Document Type
Conference Proceeding
Conference Track
Marketing Education/ The Dynamic Business School
Publication Date
2016
Abstract
Business Schools are charged with equipping the next generation of marketing professionals with the skills and knowledge to benefit both the businesses they work in and the country at large. Regional accrediting bodies such as the Southern Association of Colleges and Schools (SACS) and international bodies like the Association to Advance Collegiate Schools of Business (AACSB) review teaching practices in an effort to improve educational effectiveness at the Business School level. This movement, known as Assurance of Learning, is practiced in Business Schools everywhere. This paper explores the effect of students’ skipping classes in a capstone Marketing Strategy course on opportunity loss and opportunity cost. The results show avoiding opportunity costs of tuition and opportunity losses of learning is facilitated by students attending all of their classes. These results also suggest college professors should consider mandatory attendance in courses with high percentages of D, F, W grades that may frequently precede students dropping out of college.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Latta, Michael and Lowenstein, Henry, "Opportunity Loss and Opportunity Cost: Consequences of Not Attending Class" (2016). Association of Marketing Theory and Practice Proceedings 2016. 12.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/12
About the Authors
Michael Latta
Professor of Marketing, Coastal Carolina University PhD in Industrial and Organizational Psychology Iowa State University (minor in Satistics) MS in Industrial and Organizational Psychology Iowa State University (minor in Statistics) BS in Psychology Illinois State University (minor in Mathematics)
Henry Lowenstein
Professor of Management and Law PhD, University of Illinois at Urbana, Labor and Industrial Relations M.A, The George Washington University, Transportation Policy BS, Virginia Commonwealth University, Business Administration (minor in Economics)